As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

Levi's Goes Viral for 501 Jeans

Published on May 13, 2005.

Levi's "World Gone Pretty"

Levi's recently launched a pair of viral films aimed at promoting its 501 line of jeans, which are positioned as the antidote to metrosexuality. The films, which can be viewed online at 501uncomplicate.com, were created by McCann-Erickson's TAG youth-marketing unit, based around the idea that modern man's life has become too complicated.

In one spot, directed by Chelsea Pictures' Evan Bernard, we see a dog tearing up an apartment in reaction to all of life's little complications. In the other, directed by Chelsea's Simon Blake, a stop-motion Ken doll tries to escape from a "World Gone Pretty." Both spots link to "behind the scenes" blogs, hosted by the directors.